Saturday, January 26, 2008

Sticky Situation

The Indian Male was demystified in Business Today's December issue. The survey threw up some really insightful stats for the plannerly types.

Besides identifying the Chennai male as the most brand conscious consumer in India, the study also painted a holistic picture of the urban Indian male's hopes, fears and aspirations. (If you're a Planner, the issue is a must have!)

After trolling through the research findings, I was amazed to find that Hair Oil (!) is the most used personal product among men.






















If you've never heard of hair oil being used for cosmetic treatments, here's an
excerpt from wikipedia: In India and Sri Lanka, coconut oil is commonly used for styling hair, and cooling or soothing the head.

Well for one the research finding does dispel the myth that only South Indians oil their scalp :P

However from a Planner's point of view, one can't help but notice how a majority of the (quality) hair oil commercials are targeted at women.

Here's one of my favorites:



Competitors' commercials targeted at men do more harm than good to their brands thanks to the pathetic quality of the commercials!

Now the interesting bit:
Parachute, a Marico product, is the undisputed market leader in the hair oil category. Let's wait and watch if/ how the concerned brand custodians are going to react to the obvious opportunity that's up for grabs!

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